Propaganda signs a campaign for Romanian airline Tarom

Ads, Advertising

Romanian agency Propaganda signs the newest communication campaign for the Romanian airline Tarom, “No matter where your heart drives you”, a sincere campaign, with an emotional and actual campaign and centered on “dor”, an untranslatable Romanian word that blends together missing, nostalgia and love.

The campaign marks the start of collaboration between Propaganda and Tarom.

We are honored (…) we were selected as communication partner for one of Romania’s symbol companies. We aim to deliver in Propaganda’s spirit – a campaign 100% Romanian, a campaign that would speak authentically about all of us, highlighting the essence of Romanian feelings and reminding the values that connect us and make us be Romanian together 

Adrian Tuluca,

General Manager Propaganda 

Built around the untranslatable “dor” – a concept familiar to Romanians that blends missing, nostalgia and love – the “No matter where your heart drives you” brings a new approach in Tarom’s brand communication and presents a modern company, perfectly adapted to its clients needs, with a speech that is memorable via authenticity and emotion it transmits.

The campaign started on July 13th, with a 60 seconds TVC . The ad was made in partnership with the production house Rollin and directed by Costas Ivanov. The communication mix includes, besides TV, also online, outdoor, radio, print and PR.


  • Tarom: Diana Tokes – Branding and Advertising Specialist, TAROM
  • Propaganda: Cornel Gologan – Creative Director, Roxana Panaitescu – Group Creative Director, Alexandru Tofan – Art Director, Bogdan Ivascu – Group Account Director, Marcela Moldovan – A/V Director, Alexandra Postoaca – Group Media Director, Ramona Nistor – Media Planner